Search first — you may already have an unclaimed listing
Before creating a new profile, search Google Maps for your business name and address. Google sometimes auto-generates listings from other data sources, and claiming an existing (even if empty) listing is different from creating a new one — creating a duplicate can actually hurt your visibility.
Creating and verifying your profile
- Go to Google Business Profile and sign in with the Google account you'll want to manage it with long-term (not a personal account you might lose access to).
- Enter your business name, category, and location details accurately.
- Choose a verification method — Google commonly offers phone, email, or postcard verification depending on your business type; follow whichever option Google presents.
Use a Google account you or your business will retain long-term access to. Losing access to the account that manages your profile can be a difficult, slow problem to fix later.
What to fill in immediately after verification
Once verified, complete these before you consider setup "done":
- Accurate business hours, including holiday hours.
- Your correct primary category (see our Google Business Categories guide).
- Your services (see our Adding Services guide).
- At least several real, high-quality photos (see our Photo Guide).
Complete your profile fully before you start actively promoting it — an incomplete profile with a few reviews trickling in makes a weaker first impression than a fully built-out one.
If your business already has an existing listing
If someone else (a previous owner, or Google's automated systems) already created a listing for your address, you'll need to request ownership through Google's verification process rather than creating a duplicate — a duplicate listing splits your reviews and confuses your local search presence.
Frequently asked questions
How long does verification take? This varies by method and can range from immediate to a couple of weeks (for postcard verification) — plan your marketing launch timeline accordingly.
Can multiple people manage the same profile? Yes — Google Business Profile supports adding additional managers/owners, which is useful so profile access isn't tied to a single person leaving the business.